“Consumers are becoming more sensitive about their online identity, with high-profile security lapses causing them to question companies’ ability to keep their data safe.

Providing the option of additional security measures such as two-step verification and the installation of security software is one way of addressing these concerns, however consumers will favour the few companies willing to offer them anonymity, or at least increased transparency about how data is used.”– Paul Davies, Senior Leisure and Technology Analyst

The consumer technology sector has been shown to be the best performer when it comes to creating excitement surrounding new product launches, with a third of consumers saying technology brands build more anticipation than those in other sectors (according to the marketing agency Five by Five). This was demonstrated once again at the end of 2014 with the launch of Apple’s latest iPhone, which achieved record worldwide sales in the last quarter of the year.

While smartphones have continued to excite (and are now owned by 75% of UK consumers), demand for tablets is expected to wane in 2015 as the market begins to mature. A lack of innovation combined with the anticipated revival of the neighbouring laptop market (triggered by the upcoming launch of Windows 10) is likely to curb interest in tablets, putting pressure on manufacturers to replicate the pace of innovation displayed in the smartphone market.

This report examines the trends in consumer technology and digital media in the UK, looking at changes in device ownership over the past three months and consumers’ purchasing intentions. Next the report looks at changes in online activity and analyses what industry developments are driving these changes.

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Table of contents

Introduction

Definition

Abbreviations

Executive Summary

Consumer technology products

Household ownership of consumer technology products

Figure 1: Household ownership of consumer technology products, June and November 2014

Personal ownership of consumer technology products

Figure 2: Personal ownership of consumer technology products, June and November 2014

Planned purchase or upgrade of consumer technology products

Figure 3: Plans for purchase or upgrade of consumer technology products in the next three months, June and November 2014

Internet access

Devices used to access the internet

Figure 4: Devices used to access the internet in the last three months, November 2014, and percentage-point change between December 2013 and November 2014

Online activities

On any device

Figure 5: Online activities performed in the past three months, April 2014 – November 2014

Demographic focus: Affluent consumers

High earners enjoy sharing their experiences

Figure 6: Online activities done in the last three months, by consumers who describe their financial situation as healthy/OK and have a gross annual household incomes of more than £50,000, November 2014

Online security

Online security and unwanted information-sharing is a major concern

Figure 7: Concerns relating to online data/security, November 2014

More than four fifths of consumers take measures to increase security

Figure 8: Online security services installed/used in the last 12 months, November 2014

European comparisons

Internet access

Figure 9: Devices used to access the internet in the last three months, November 2014/January 2015

Consumer technology products

Figure 10: Household ownership of computers and e-readers in France, Germany, Italy, Spain and the UK, November 2014/January 2015

What we think

Consumer Technology Products – Overview

Key points

Household ownership of consumer technology products

Figure 11: Household ownership of consumer technology products, June and November 2014

Personal ownership of consumer technology products

Figure 12: Personal ownership of consumer technology products, June and November 2014

Figure 14: Household/personal ownership of consumer technology products, by consumers who describe their financial situation as healthy/OK and have a gross annual household incomes of more than £50,000, November 2014

… But offers hope to markets under threat

Figure 15: Household/personal ownership of consumer technology products, by consumers who describe their financial situation as healthy/OK and have a gross annual household incomes of more than £50,000, November 2014

Planned purchase or upgrade of consumer technology products

Figure 16: Plans for purchase or upgrade of consumer technology products in the next three months, June and November 2014

Consumer Technology Products – Televisions

Key points

Ownership trends

Figure 17: Household ownership of television sets, June and November 2014

Plans for purchase or upgrade

Figure 18: Plans for purchase or upgrade of television sets in the next three months, June and November 2014

Internet Access

Figure 30: Devices used to access the internet in the last three months, November 2014, and percentage-point change between December 2013 and November 2014

Repertoire analysis

Figure 31: Repertoire of methods used to access the internet in the last three months, January 2013 and November 2014

Urban professionals use the most methods

Figure 32: Repertoire of methods used to access the internet in the last three months, by type of area lived in, November 2014

Online Activities

Key points

Online activities performed

On any device

Figure 33: Online activities performed in the past three months, April 2014 – November 2014

Messaging apps look to cash-in by integrating payment facilities

Online activities by device

On a computer

Figure 34: Online activities performed in the past three months on a computer, November 2014

On a smartphone

Figure 35: Online activities performed in the past three months on a smartphone, November 2014

On a tablet

Figure 36: Online activities performed in the past three months on a tablet, November 2014

Tablets act as ‘laptop substitutes’

Figure 37: Proportion of consumers who have used a search engine in the last three months, by device, December 2013 – November 2014

Figure 38: Proportion of consumers who have checked the weather in the last three months, by device, December 2013 – November 2014

Figure 39: Proportion of consumers who have shopped online in the last three months, by device, December 2013 – November 2014

Demographic focus: Affluent consumers

High earners enjoy sharing their experiences

Figure 40: Online activities done in the last three months, by consumers who describe their financial situation as healthy/OK and have a gross annual household incomes of more than £50,000, November 2014

Online Security

Key points

Online security and unwanted information-sharing is a major concern

Figure 41: Concerns relating to online data/security, November 2014

More than four fifths of consumers take measures to increase security

Figure 42: Online security services installed/used in the last 12 months, November 2014